What can we Learn about Marketing from the Chelsea Flower Show?
As marketers, what can we learn from the success of the RHS Chelsea flower show that begins later this month?
Unless you are a gardener you probably can't understand the raving fan base this event run by the Royal Horticultural Society (RHS) creates.
Many talk about their ‘passion’ for gardening and it is this passion that the RHS taps into when it recreates their gardens and garden shows.
History of the Chelsea Flower Show
The first show was held in 1862 and has had a number of locations until moving to its current site, the Royal Hospital Chelsea, in 1912.
The only disruptions to it being held were during the two World Wars.
Originally, it was free for members to attend, but the popularity of it became its nemesis.
Increasing crowds each year meant that the biggest problem was too many people in a small space.
In 1979 visitors increased by 6000 people and by the following year crowds were so big, they had to shut the gates to stop people coming in.
So how did they remedy this in the years to follow?
They extended their operating hours by opening from 8am to 8:30pm taking advantage of the increased light in May.
They reduce the entry price for non members after 4pm to encourage people to attend when there were less crowds.
A one way system was introduced to better manage the flow of visitors into the pavilion.
By 1980 numbers were so large again they had to close the gates once more and the following year saw a 40,000 per day visitor capacity and for the first time members were charged to enter.
This resulted in an immediate drop in attendance and a struggle to sell tickets and threatened the future of the show as they had to advertise in national newspapers to increase ticket sales.
Panic began setting in and options of moving the show to a bigger venue, and reducing it to plant sales only were amongst the things considered.
In the end, an expansion of the programme was what rescued it.
For example, in 1993, the Hampton Court Flower Show was added to the list and that helps satisfied members and exhibitors concerns.
Other successful marketing ideas added in the late 90s and early 2000s have contributed to its success.
A cap on attendees (157,000 people) limited by the site size, is making it more enjoyable as it is less crowded than it could be (even though it does get very crowded in peak times).
All tickets are to be purchased in advance.
The show length was increased from four days to five with members only days for the first two.
Media partnerships with the BBC see them run a seven day, two programmes a day, extensive show in primetime to showcase the exhibitors and plants on display.
New breeds of plants and trends are launched during it and it is the equivalent of fashion show week but for gardens.
Awards and medals are presented to exhibitors judged by an industry panel of experts.
Many members of the royal family attend each year with 2023 being the first year for many that did not have Her Majesty the Queen visiting following her death. They recently announced that King Charles would be attending this year.
So what does all this translate into for us as Marketers?
Here’s the Top 9 marketing lessons we can learn from the Chelsea Flower Show.
Tap into your customers passions, in this case gardening.
Have a yearly membership fee and give them free entry (which occurred until 1998 for Chelsea) to your events.
Increase your capacity where possible, in Chelsea’s case they increased opening hours each day plus added an extra day each year to enable more people to attend.
Cap attendance numbers and only sell tickets in advance. This creates an exclusivity feel and FOMO if you don't buy beforehand.
Give members their own exclusive visiting days so they don't have to attend on days with the general public.
Obtain exclusive TV, DVD and book deals plus have brand merchandise for sale.
Have an award and prize system so sought after that people are desperate to win and therefore increase competition helps raise the profile of the event.
Have brand ambassadors that promote their attendance to their audience, in this case royal patronage plus the attendance of the Royals and celebrities on press day on Monday creates large amounts of publicity and free advertising on TV, online and in daily newspapers.
Pick a yearly theme for exhibitors to work around. In 2022 the Platinum Jubilee for the Queen was the theme and exhibitors were encouraged to create exhibits to celebrate this
The marketing ‘machine’ that is the Chelsea Flower Show can teach us a lot of lessons, but the most important for me?
When faced with adversity they chose to grow and expand, instead of contracting and 25 years later, this seems to have been the winning formula with the show going from strength to strength every year.
As we seek excellence in all we do, I want to share with you what I’m up to each week. It will keep me accountable to you, my readers and it will also help me to reflect on what I’ve done over the previous week.
➡️ This Week’s Progress
We are nearing the half way mark of exams and it seems to be going well for my son so far. Work wise - I started my book this week! That was very exciting. Plodding along with the other projects I am also working on.
➡️ This Week’s Viewing
Finally Bridgerton Season 3 was released yesterday! I know I was not the only one amongst my many friends on Facebook eagerly await it’s return! What a masterclass in marketing Netflix have taught us over the past six months prior to this season’s release.
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Michelle is a Writer, Marketer, Content Entrepreneur, Historian (Mst Oxon) and mother of 3 boys.
After 25 years in business and as the ‘Content Marketing Queen’ for over 13 years, she has helped countless small businesses understand and develop their content strategies and focus on a customer first approach.
On International Women’s Day in March 2024, Michelle hung up her crown so that she could be a Queen Maker to inspire and assist women over 40, rise up to be the Queens they were born to be.
At Excellence Takes Courage we will navigate together what it takes to achieve excellence, with courage.
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